Category: Data Monetization

Personal Data Ownership is a massively profitable and transformative new industry emerging from the convergence of new technologies, new regulations and societal discontent… but, there’s a right way and a wrong way to profit from this potent new product.

While we utilize these tools in order to overcome the increasingly intrusive, invasive and irrelevant nature of online advertising, this also hurts the bottom line of most of the smaller sites that use these ads as a form of income.

The current Permission Based Marketing model:
Built on a mostly broken all-or-nothing consent model, utilizing invasive and interruptive forms of consumer engagement, are increasingly frustrating consumers and also becoming less effective for brands.Most Interested in This TopicVery InterestedNeutralNot Interested

The emerging Privacy-First Marketing model:
Based on consumers owning their personal data and controlling access to their data and indeed themselves, through a layer of privacy settings that can effectively signal their brand interest and purchase intent, and invite brands to engage them, would allow brands to target consumers on the basis of their aggregated personal data and access them through those privacy settings, with welcomed and highly relevant forms of
consumer engagement.Most Interested in This TopicVery InterestedNeutralNot Interested

The "Hide & Seek" problem:
There is growing consumer concern about the privacy and security of their personal data, compounded by their increasing fatigue and frustration from being tracked, targeted and retargeted with invasive and interruptive ads. As a result, consumers are increasingly hiding from advertising by blocking, avoiding and ignoring. Hiding consumers are harder and more costly for seeking brands to find. Compounded by the costs of digital ad fraud, this leads to inefficiency, waste and erodes ROI.Most Interested in This TopicVery InterestedNeutralNot Interested

The emerging Personal Data Ownership industry:
Consumers are beginning to realize that their data has value, but are frustrated that everyone but them (EG. Facebook, Google) are making all the money. This happens because laws haven't adequately protected consumers' privacy nor their ownership of their personal data.Most Interested in This TopicVery InterestedNeutralNot Interested

The changing Regulatory Environment:
Beginning with the EU's GDPR and followed by California's CCPA, regulators are stepping in to protect consumers with new rights making marketers' jobs even harder through existing Permission Based Marketing platforms and tools. For example, the CCPA gives consumers rights to transparency about data collection, to be forgotten, to data portability, to opt out of having their data sold and to not be discriminated against for exercising their privacy rights.Most Interested in This TopicVery InterestedNeutralNot Interested

Other Topics?
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